Our Channels and the Morgue
"Others argue that mobile computing has changed the way we communicate. Some even argue that smartphones and tablets have hurt the e-mail industry. I'm not sure where they're getting their numbers, but small business owners actually embrace new technology to help them more effectively communicate with e-mail. A recent report from Constant Contact shows of those small business owners using mobile devices, 73 percent said they use their phones or tablets to conduct social-media marketing, and 71 percent said they use their devices to conduct e-mail marketing.
"There may be other channels to communicate with your customers, clients, donors and constituents, but e-mail marketing is still by far the best, far-reaching and deeply ingrained digital channel."
As you can see, there are reports that can make you feel better and other reports that can keep you up at night. We are a data-based industry, so we know that data can be looked at in a myriad of ways. But in the end, I think the message here is to focus on our marketing. Yes, we need to watch the numbers and the results. But just as direct mail indeed did not die, neither has e-mail. Let's stop worrying about it and make sure it continues to be relevant to our markets and our offers are successful.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.